How do you keep your brand strategy relevant as the market evolves? Here are 5 ways brand image research helped an Italian brand of cooking appliances that is more than 130 years old. Ten years ago, Bertazzoni Inc. introduced its brand of ranges and cooktops in the U.S. market, and results have been excellent. Read More Recipe for a Better Brand Strategy: 5 Ways Brand Image Research Helped a Brand of Cooking Appliances
Survey research can be classified into two categories, according to the time period being studied. Cross-sectional surveys take measurements at a single point in time. Longitudinal surveys take measurements at multiple points in time. These two types of surveys are useful for different purposes, but can be misused if not properly understood. Consider the following example.Read More Can You Measure a Longitudinal Variable in a Cross-Sectional Survey?
Many companies seek to capitalize on profitable brands and exploit their brand equity by introducing brand extensions, which are new products introduced under an existing brand name Read More Three Questions to Ask Before Introducing a Brand Extension